SINCLAIR for Carlsberg

KRONENBOURG 1664: Positioning a heritage brand as the new pairing standard

Our challenge was the change the narrative of fine-dining celebrations in Hong Kong, to include beer pairings in a wine-dominated industry, while establishing strong brand association through a MICHELIN Guide partnership.We created a fine-dining opportunity for beer pairings to shine as an alternative to wine at a MICHELIN-starred restaurant; hosted a four-day #DinnerInBlue event series to engage media and industry trendsetters; shifted consumer perception and built awareness for Kronenbourg 1664 as a new pairing standard for refined cuisine and celebratory settings. We achieved high-quality coverage in print and online publications in Hong Kong, with a reach of over 14.3 million.

Other projects